The publisher teams up with the Federation of Small Businesses and IAB UK.
The latest phase in the news brand’s ongoing support for small businesses – following its £5million advertising fund giveaway last year – was yesterday’s inaugural masterclass, hosted by FSB development manager, Natalie Gasson.
The event explored consumer sentiment during COVID-19, media consumption shifts, and the relevance of businesses and brands throughout this uncertain time.
Mail Metro Media’s head of insight Luke Hand kicked off the session with insights taken from the media owner’s long-running Life in Lockdown research series.
Created using responses from weekly surveys to Mail Metro Media’s Matters community of more than 2,000 readers, relevant results showed business owners the huge effect COVID-19 has had on consumer spending patterns, internet usage, mental/physical health and brand choice – with each insight followed by actionable advice to help businesses tap into target audiences.
IAB UK’s head of marketing Tom Stevens then presented the bureau’s latest research on SMEs and demonstrated its brand new tool, created to help UK small businesses unlock the power of digital. Using a few simple questions about brand objectives, the tool offers advice on budgets, channels, measuring effectiveness and a plethora of resources from IAB UK and its members.
Jon Mew, CEO of IAB UK, said: “We all know that digital advertising can be complicated, especially if you aren’t familiar with the various channels and opportunities available. In response to SMEs’ call for more accessible and straightforward advice, this tool is essentially a one-stop-shop to help small businesses get the most out of digital. SMEs are crucial to our national economy and, as they deal with the acute impact of COVID-19, we know that digital advertising can play an important role in helping them navigate the fallout and recover. Our job is to now make sure that relevant companies know this resource exists so that they can draw on the expertise on offer.”
Martin Smith, executive director of direct sales at Mail Metro Media, added: “We’re extremely passionate about helping SMEs recover from the crisis and proud to be launching our series of masterclass webinars to help small business owners recover and grow. With 6,000 SMEs applying for our ad fund giveaway in just three working days last summer, we know our support has never been so important.”
The next masterclass – exploring digital advertising and the importance of context – will take place on Thursday 15th April at 12pm. Click here for more information.